TikTok’s enhanced targeting: How it affects multi-location brands

TikTok has become one of the most popular social media platforms on the planet with over 1 billion monthly active users, upwards of 23 million of which are found in the UK alone. With a user increase of 45% compared to the previous year, this is a channel in growth, and with its unduplicated audience it’s a no-brainer that this is a great channel to add to your marketing mix.

Despite the common misconception that TikTok is only used by the under 18 demographics, data shows that in the UK over 40% of the audience are aged between 18-24 and over 31% of the users fall into the 25-55+ age group. This provides a combined total of over 16 million active users for businesses to reach.

What’s changed?

Up until February this year, TikTok was limited to regional targeting options for example, Greater London or West Yorkshire, and in some cases no options. However, with the channel’s recent targeting changes this is no longer the case, unlocking further growth opportunities on the channel, especially for multi-location businesses with stores/franchises/branches to promote.

Now, not only are we able to target by more towns and cities than ever before e.g., York, Liverpool, Oxfordshire, but we’re also unrestricted by demographics such as age, gender, hashtag, or interest, which has added an additional advantage over other social channels.

Moreover, with the addition of TikTok lead gen forms, the opportunities for performance campaigns and capturing first party data are stronger than ever. Optimised for mobile, customisable, pre-populated and available to integrate with most CRM’s, these can be aimed at specific verticals, and are particularly well suited to higher value purchases (housebuilders, consumer tech, automotive, professional services etc.) and reservation led (hospitality, food and beverage, leisure etc.).

Something to note is that Special Ad Categories are currently impacting TikTok ads in the United States and Canada. It is too early to say if this will affect advertisers in the UK in the next year, but based on similar adoption trends on other platforms, Special Ad Categories could become available at some point in the future.

Regardless, brands should continue to adopt this platform and its evolving suite of tools to see returns in 2023 with early adopters expected to see greater returns.

How we can help

At Space and Time, we specialise in growth-led marketing, tech, and training. Get in touch at [email protected] to learn more about how we can help.